Silk Road Commerce: Shaanxi Brands at CIIE

The Shaanxi Time-Honored Brands Street at CIIE presents a contemporary spatial narrative of regional commerce. Located at the National Exhibition and Convention Center in Shanghai, the project covers 460 sqm and is anchored in the concept of “Silk Road Commerce,” placing Shaanxi’s time-honored brands within a global trade narrative.
Using a walkable street typology and a double-layer façade system of semi-transparent fabric and LED media, the exhibition offers an accessible, dynamic spatial experience that blends architecture with digital media.
Rather than static exhibits, the time-honored brands are treated as living components of an evolving commercial civilization, with cultural narratives entering the global public realm in an intuitive, inclusive manner.